Introducing The Upside Down WhopperPosted on 14 June 2019 | Adweek

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Big pop culture tentpoles don’t come around too often, so when a brand sees one worth clinging to, it grabs on with both hands. You can certainly expect that from the return of Stranger Things, the retro sci-fi phenomenon that’s coming back to Netflix soon for its third season.

A slightly less labor-intensive product development was announced today by Burger King, which is unveiling an Upside Down Whopper—named, of course, in honor of the show’s Upside Down parallel dimension. The tie-in is a co-promotion with Coca-Cola and Netflix.

The Upside Down Whopper is…pretty much an upside down Whopper. The brand isn’t shy about this fact, pointing out in its announcement, “The Upside Down Whopper sandwich features exclusive packaging and the same ingredients as the original Whopper, served upside down.”

But there is one especially clever tidbit in the campaign: the Upside Down Whopper will only be sold in 11 locations, a reference to Eggo-munching and butt-kicking protagonist Eleven.

The limited-time product goes on sale June 21 (Stranger Things returns on July 4) at locations in Miami, Houston, Boston, Atlanta, Philadelphia, Dallas, Chicago, San Francisco, Los Angeles, and New York. The 11 restaurants will also have limited edition T-shirts, crowns, ketchup packets and pins with a Stranger Things theme.

The idea was developed in partnership with two of Burger King’s agencies, David Miami (which made the teaser video) and MullenLowe U.S.

For the vast majority of fans who won’t have access to the 11 locations selling the Upside Down Whopper, Burger King has created a $5 Hopper Meal (named for the show’s Sheriff Jim Hopper) that can be ordered from now through June 20 via DoorDash with the code “STRANGER”.

Burger King will also leverage its smartphone app in a partnership with Coke, which lets customers scan their drink cups using the app to be entered for one of 100,000 prizes awarded daily.